Category: Ad Campaigns

Mumbai: ASICS, a leading Japanese sports performance brand has appointed Bollywood actor Shraddha Kapoor as the new brand ambassador for ASICS India. With this association, ASICS India continues to strengthen its philosophy of Sound Mind, Sound Body and also build a stronger brand prominence among Indian female fitness enthusiasts. The actor will be seen endorsing the brand’s footwear and women’s sportswear segment.

The association will also see ASICS India strengthen its market presence with a shared vision to promote a balanced and active lifestyle while ensuring style and comfort are not compromised. ASICS, known for its rich heritage and commitment to innovation, has consistently delivered high-quality products that cater to the needs of athletes and fitness enthusiasts worldwide.

Shraddha Kapoor’s versatility as an actress perfectly complements ASICS India’s core philosophy of nurturing both the mind and body, making her an ideal fit for the brand.

Marking the association, ASICS India and South Asia managing director Rajat Khurana said, “We are thrilled to welcome Shraddha Kapoor as the new face of ASICS India. Her captivating performances and unwavering dedication to fitness perfectly align with our brand ethos. With a strong fan base and influential presence, she is the ideal ambassador to inspire and educate people about the importance of nurturing a healthy mind and body. This association will enhance our brand’s appeal and expand our reach across the country, fostering a holistic and active lifestyle.” 

Talking about her association, Kapoor commented, “I’m excited to embark on this amazing journey with ASICS India. The growing awareness around the significance of physical and emotional well-being has made it essential for one and all to prioritize their overall health. I firmly believe that a healthy body nurtures a healthy mind, and it has always been my goal to share these values with my fans. Partnering with ASICS India, a brand that aligns perfectly with my beliefs. I look forward to this collaboration and doing some wonderful work with the team.”

ASICS has emerged as a global leader in the sportswear industry, seamlessly merging comfort and performance in its product offerings. With ever-rising running and health-conscious communities in India, ASICS India aims to become a preferred choice amongst runners & athletes. With 88 stores spread across India, ASICS has been dedicated to providing top-quality sportswear and footwear to Indian consumers, empowering them to conquer challenging workouts and embrace an active lifestyle. Whether it’s running, training, or simply seeking everyday comfort, ASICS products stand out with their unmatched combination of comfort, support, and style. 

Mumbai: Zivame, India’s No.1 intimate wear brand, continues to encourage and embrace inclusivity and positivity for all body types. As a part of its commitment to body positivity, Zivame’s True Curv range is led by a powerful campaign, “Har Pal Ko Own Karo” (Own every moment), which is inspired by the brand’s positioning of “Wear Your Confidence.”

At the heart of this campaign lies a powerful realization: confidence is essential in all aspects of our lives, and every woman, regardless of her body shape and size, deserves to feel cherished and appreciated every single day.

The film shows the prevailing trend of celebrating only a specific body type and size, neglecting the diverse range of shapes and sizes, in a light way with a powerful message on inclusivity. The campaign features a confident and charming curvy woman who effortlessly navigates various everyday scenarios. From encountering exclusive mannequins to engaging in funny conversations about her curves with a new roommate and gym buddy, the film showcases how she conquers life’s challenges with her charm and unwavering confidence that comes from the right intimate wear by her side.

Zivame head of brand marketing Khatija Lokhandwala said, “At the core of our brand lies the empowering message of Wear Your Confidence irrespective of one’s age, size, or body type. Our latest campaign for our True Curv range amplifies our commitment to inclusivity and body positivity and reinforces the belief that every woman, regardless of her shape or size, deserves to feel celebrated and valued every day.”

For the True Curv squad, Zivame offers inclusive sizing from 34DD to 48E.

Mumbai: Angel One Ltd. (formerly known as Angel Broking Ltd.), India’s Fintech company, has launched an industry-first fraud awareness campaign – #JagrukTejaBhai – across platforms. As a market leader, Angel One believes it is duty-bound to protect the interests of retail investors. With this campaign it aims to educate, inform and create awareness about tactics used by scamsters to defraud investors.

The campaign aims to increase awareness about the common financial frauds that occur in the market. It empowers retail investors by educating them on how to detect and avoid fraudulent activities. The objective of the campaign is to protect retail investors from financial loss by encouraging them to take proactive steps to safeguard their investments. Launched with a multi-platform strategy on social media platforms like YouTube, Twitter, Instagram and Telegram, the campaign is designed to achieve a multiplier effect to create an impact. It is an eight-part series campaign featuring Teja bhai, who is young, dynamic, humorous and relatable, and shares simplified messages with young traders.  

Angel One Ltd. CGO Prabhakar Tiwari said, “With the increase in digital platforms usage, there has also been a rise of cyber fraud cases. As a market leader, we are responsible to protect the interests of retail investors, especially the first-timers. Through this campaign, we strive to educate them in a light-hearted manner, which is both interesting and informative.”

Angel One Ltd., chairman & managing director Dinesh Thakkar said, “India is experiencing a growing base of retail investors, who are largely transacting through digital platforms. It is imperative that they are well versed with the financial risks associated with today’s digital age. This campaign is a step in that direction. Our endeavour has always been to create a safe and secure environment for retail investors, as we offer our digital led wealth creation solutions.” 

The Fintech company will leverage moment marketing to increase traction & drive relevant conversations related to the campaign using static creatives, hashtags, microsites, podcasts, emailers, push notifications, brochures, posters, etc. 

Mumbai: Cleartax, India’s income tax return filing platform, has launched a new campaign featuring Bollywood actor Gulshan Grover. The campaign captures the fear and anxiety that many people face while filing their personal taxes, and how Cleartax can help them overcome it with its easy and hassle-free solutions.

The campaign film shows Grover as the OG Badman who personifies the fear of ITR filing that people feel when tax season approaches. However, he is left baffled when he finds a young user who seems to be completely at ease, since he has already filed his taxes using Cleartax.

Tax filing is an onerous task for many. Many people struggle with which ITR form to choose, which regime works best for them, which supporting documents to look at and which schedules to fill in their ITR. This campaign effectively communicates how by using Cleartax such fears can be easily overcome.

Clear founder & CEO Archit Gupta said, “Cleartax has been super simplifying tax filing for a decade. We understand the emotions at play and have brought in many features to quell the fear of tax filing. With multiple income streams opening up for users such as crypto, e-gaming, F&O, domestic and foreign capital gains, complex business returns – the perceived complications with filing taxes have multiplied. Through this campaign, we want to show taxpayers that Cleartax is here to take care of all their tax-related worries and make their lives easier.”

Sunny Side Up creative director Anand Krishnan said, “If our relationship with money is complicated, with taxes, it is downright dreadful. There is a swirl of emotions one goes through when you hear the word tax – and fear is the most dominant one. The campaign is a quirky take on a serious topic, and the idea is to make the Cleartax user feel exactly how one is supposed to – a simple process that you get done with quickly.”

“Who isn’t scared of taxes? And who better to scare the audience than the bad man? It was a perfect match, I loved the script and thought it was tailor made for my screen persona. Later I found out that it was written specifically for me. It was an exciting project to be a part of,” said Grover.

The integrated campaign will span digital, audio and social with digital partnerships.

Cleartax’s ITR filing product has data pre-fill, autofetch of transactions and auto computation for capital gains including loss set off and carry forward, cryptocurrency related reporting and tax filing. It can take care of every possible filing scenario. Cleartax’s engine automatically suggests to the user which tax regime is beneficial for them. Cleartax has simplified complex tax terminology and uncovers tax tips for the users to optimise their taxes. Users can complete their entire income tax filing process on ClearTax including filing, verification, return status check, refund status check etc.

Mumbai: myBillBook, India’s GST billing and accounting software by FloBiz, has launched a brand video under its MSME Day exclusive property, ‘Tum Kamaal Ho’. The brand released a high-energy MSME anthem last year to celebrate the resolve and spirit of MSMEs. This year they have followed this up with a heartfelt video with the narrative of how these small businesses become a part of our daily life, and while their efforts, unlike larger enterprises, are not visible to the masses and do not capture the news headlines, but are a big factor in propelling the nation’s economic growth.

The 90-second video incorporates relatable and common phrases used to address MSME owners like Bhaiya, Didi, Uncle and Aunty, while the visuals showcase their perseverance and determination to overcome everyday business challenges. MSMEs contribute 30% to India’s GDP and provide employment to 110 million people. They are known for their multi-tasking and adaptability qualities and play multiple roles like the salesperson, delivery person, cleaner, manager, accountant and any other role required by their nature of business. MSMEs may not have the advantage of easy-to-get credit, the best marketing tools, a readily available workforce and many other means, but they still offer value & exemplary customer service for their customers by prioritising building long-term relationships with customers, employees, and suppliers. The campaign is released on YouTube and will be promoted through various social media & digital channels.

FloBiz CEO & co-founder Rahul Raj said, “We are thrilled to launch the succession to our MSME anthem, Tum Kamaal Ho, in the form of this video. We are proud to support the mission of Aatmanirbhar Bharat and believe that MSMEs are the backbone of India’s economy. myBillBook has always been at the forefront of offering value to MSMEs through our technology and content, and the occasion of MSME Day is always special for us as an organisation. We hope our attempt to praise and respect the efforts through the content property ‘Tum Kamaal Ho’ will inspire more people to appreciate and support MSMEs in their communities.”

FloBiz director – brands & growth marketing Pulkit Saboo said, “The latest version of Tum Kamaal Ho thoughtfully portrays the diverse roles of small business owners and helpers who tirelessly contribute to the Indian economy in their unique ways. As the MSME anthem, it showcases our commitment to being true champions for MSMEs, emotionally connecting with individuals who aspire to start a business or have already overcome challenges to define their destiny. By doing so, we aim to strengthen our long-term marketing and communication plans, forging deeper connections with our end customers. We hope that the long-term property ‘Tum Kamaal Ho’ becomes a daily source of inspiration, empowering individuals to remind themselves of their own excellence and resilience – Tum Kamaal Ho!”

Mumbai: Infectious Advertising has roped in Subhash Kamath as its leadership mentor. Kamath is an advertising veteran just shy of 40 years of hands-on experience. In this time he has worked with Ogilvy, Grey, Ambience Publicis, Bates and BBH. 

For the last quarter of a century, Kamath has been in top leadership roles, seventeen of which have been as a CEO. He has successfully led three mergers and acquisitions for WPP, and founded and built organisations like BBH in India from scratch. Over the years, he has provided strategic leadership to a lot of top brands – for both Indian and multinational clients. He believes strongly in driving leadership, as opposed to mere management. 

Kamath believes that people are the only real assets of a business. He has always been a people’s person – nurturing and inspiring his team. Now he wants to do what he loves full time – ‘Mentoring Brands & Mentoring People’. 

“We at Infectious are delighted to have him on board as a mentor. We look forward to his invaluable wisdom and experience to groom the Leadership team for the next growth burst. He also will have several interactive storytelling sessions to instil in our young talent the vision and rigour to excel,” said Infectious Advertising founders Nisha Singhania & Ramanuj Shastry.

 “Subhash has been a friend, philosopher and guide for both of us for a long time. When he mentioned that he was getting into mentoring we put our hands up immediately. His wisdom and insights will be invaluable to us as we prepare to launch into our next phase of growth. We are delighted that he has kindly agreed,” concluded Singhania and Shastry.

“Throughout my career, I’ve been blessed with great mentors, who helped better me with their wisdom and experience. I wish to follow in their footsteps and do my bit for the next generation of leaders. I’ve known Nisha and Ramanuj for many years now and they’ve built a fine agency. So when they reached out to me, I instantly agreed to mentor them,” said Kamath.

Kamath has an industry-wide network because of his involvement with Goafest for The Advertising Club and has been on the ASCI board for the past 13 years, serving as its chairman between 2020-2022. Apart from his work, Kamath is a celebrated musician and an accomplished chef. He even has his own rock & blues band ‘Wanted Yesterday’. His pet phrase is from a Bob Dylan song, “He not busy being born, is busy dying”.

Mumbai: UniScholars, a premier and rapidly growing integrated study-abroad platform with end-to-end solutions across a student’s ‘Study Abroad’ journey has assigned its creative mandate to BBH India, a creative agency under Publicis Groupe India.

In a hotly contested multi-agency pitch, BBH India stood out by demonstrating sharp digital-first thinking at the forefront of its strategy and creativity. The business will be managed by the Mumbai office of BBH India.

As part of the integrated mandate, BBH will partner with the UniScholars team to develop a strong identity and brand salience among the target audience, supporting them in their ambition of making the brand a partner of choice for students looking to study abroad.

BBH India has grown into a creative powerhouse with offices in Mumbai and Gurugram and a repertoire of highly effective, consistent, and modern marketing solutions spanning across advertising, design, digital, consulting, and experiential. The agency has created award-winning integrated campaigns for brands like Uber, Tinder, Caratlane, Times Prime, Coverfox, OkCupid, and Acko Insurance in the tech space.

Speaking on the win, BBH India COO & MD Himanshu Saxena said, “BBH India has great reputation of building digital-first brands with modern creativity and full-funnel solutions designed for digital, social & e-comm platforms. We love brands with bold ambition and found the UniScholars team brimming with the same spirit. Super excited to bring to life our ‘Zag’ quotient while partnering UniScholars for future success!”

UniScholars CMO Abhishek Sharma added, “UniScholars was established in 2021 with a steadfast mission to mitigate any obstacle a student may face while pursuing their aspirations to study abroad. As a company, we have achieved several significant milestones, and we are now keen on enhancing our visibility among students who encounter such challenges. We are confident that BBH will be able to help us with creative excellence to connect with our audiences. In pursuit of this objective, our partnership with BBH is aimed at achieving our goals of reaching out to students across India through creativity.”

Mumbai: Homes are no longer just the place we eat and sleep in or return to from a busy day at work. It has evolved into multi-functional living, turning this space into a true escape, a retreat from the outside world where one can relax and unwind and forget about everyday stresses. myTrident, one of the largest state-of-the-art and integrated home textiles manufacturers globally has come up with a new campaign #MyLoveForHome under its brand myTrident.

Featuring actress and TV host Roshni Chopra, the brand has rolled out engaging social media video series captivating home decor enthusiasts to curate their home spaces that define their unique personality. Giving a sneak peek into actress’ bedroom, the film showcases her love for home featuring Trident’s latest collection of Indulgence bedsheets crafted with luxurious finish coupled with superior quality and fine designs. Thereby, presenting an alluring space that exudes luxury and a perfect dream at-home retreat by injecting some opulence with statement interior design choices.

Expressing her excitement about the collaboration, Chopra said, “To me, home is more than just four walls. It’s a place where I can disconnect from the outside world and reconnect with myself. It’s a place where I can be myself. And I love how myTrident home décor products help me in creating a space that represents my personality and style. They’re excellent in quality, opulent, and chic, and help me create a home that I enjoy returning to. I couldn’t be more thrilled to be a part of myTrident’s #MyLoveForHome campaign.”

The #MyLoveforHome series by myTrident encompasses three exceptional collections: Indulgence, Sanskriti & Nectarsoft. The collection features a captivating assortment of bed sheets, towels and luxury rugs representing the epitome of opulence and sophistication. Designed to accentuate the aesthetic appeal of any room, myTrident’s commitment to being a one stop solution for fashionable home décor items are perfectly embodied in these series.

myTrident provides affordable and accessible luxurious products featuring a wide range from towels, bedsheets, bathrobes, rugs, comforters and many more. Designed to provide its customers an easy shopping experience, the website offers a plethora of benefits that allow customers to save time and shop for the best price simultaneously. 

The mesmerising presentation from Chopra with ‘My Love for Home’ series inspires the viewers to experience the luxury of Indulgence, carefully crafted to give one a feeling of opulence and comfort. The series helps the viewers get inspiration to create their own luxurious sanctuaries defining their unique love for home. 

Mumbai: Future Generali India Insurance Company Ltd. (FGII), India’s private general insurance player, has launched a campaign that puts a spotlight on providing the LGBTQIA+ members in a live-in relationship an equal opportunity to secure their health insurance needs. Staying true to its ‘Inclusion’ agenda and intent of being an ally to the LGBTQIA+ community, the insurer has expanded its definition of ‘family’ across all its retail health insurance offerings, to include LGBTQIA+ community and live-in partners.

The first-of-its-kind brand campaign, represented by two real life, same sex couples, demonstrates the organisation’s commitment to Diversity Equity & Inclusion, both as an employer and as an insurer. The campaign runs across the central theme of redefining the term ‘family’ to include live-in partners, including same sex partners. The campaign was launched on digital and on Out Of Home (OOH) platforms in Mumbai, Delhi, Gurugram, Goa and Bangalore and was live for three weeks in January 2023.

Indiantelevision.com caught up with Future Generali India Insurance Company Ltd CMO Ruchika Malhan Varma to know more on this campaign…

Edited excerpts

On the motivation to launch this campaign

At Future Generali India Insurance Company Limited (FGII), our focus on driving Diversity, Equity and Inclusion is a strategic imperative, both as an insurer and as an employer. When we signed up as ally’s to the LGBTQIA+ community, our interactions with the members of the community brought forth an important gap. We realized that members of the LGBTQIA+ community were unable to secure a floater insurance policy along with their partners considering the current family definition that provisions only a married couple to avail a floater plan. With this insight in mind, we went back to the drawing board and decided to open the definition of ‘Family’ across all our health insurance offerings. FGII now enables all live in partners and members of the LGBTQIA+ community to secure a family floater plan along with their partners, providing them a level playing field, devoid of their personal preferences.

Q2. How does Future Generali plan to raise awareness about the importance of LGBTQIA+ inclusivity in the insurance industry?

As strong ally’s to the community, we believe in playing our part both as an insurer and an employer.

We have put in place numerous initiatives at our workplace to promote inclusivity – right from continuous awareness sessions and workshops, PRIDE month celebrations across all our offices, incentivizing recruiters towards recruiting LGBTQIA+ candidates. We also undertake sensitization sessions for team members and peers while recruiting members of the community and have invested in welcoming members of the community by making infrastructure amendments in form of separate washrooms, forming employee resource groups for the support of the community. Our intent is to not just create a diverse workforce but also provide them an environment and culture that welcomes one and all, equally.

As an insurer, too, we believe we have in important role to play in bringing about a positive change and doing good towards the community. Our endeavour to bring a diverse talent pool to the organization also reflects our commitment towards serving our diverse base of customers with innovative propositions. To start with, our #RedefinedFamily OOH campaign was aimed at raising awareness and spreading the message amongst mass India that the definition of family is unique to each individual and should be respected. Accordingly, we opened up the family definition of our health products to the members of the LGBTQIA+ community and are seeing good traction. As a ‘Lifetime partner’ to our customer we remain invested in understanding their evolving needs and will continue to work in close quarters with the members of the community to advance our offerings.

Q3. What specific challenges does the LGBTQIA+ community face when it comes to securing health insurance, and how do you aim to address those challenges?

In India, the LGBTQIA+ community faces challenges when it comes to securing health insurance. As a result of these challenges, many LGBTQIA+ individuals in India go without health insurance. This can have a significant impact on their health and well-being. Additionally, access to safe healthcare continues to be a significant challenge, making the journey towards inclusivity and economic growth an ongoing struggle.

To address these challenges, insurance providers can develop inclusive policies, eliminate discriminatory practices, conduct sensitisation and training programs for their staff, collaborate with healthcare professionals, and advocate for reforms. These efforts aim to ensure comprehensive coverage, reduce bias, and provide better healthcare services to the LGBTQIA+ community.

In recent years, there have been some efforts to address the challenges that LGBTQIA+ people face when it comes to health insurance in India. For example, the National AIDS Control Organisation (NACO) has launched a number of initiatives to promote awareness of LGBTQIA+ health issues and to make it easier for LGBTQIA+ people to access health insurance. However, more needs to be done to ensure that all LGBTQIA+ people in India have access to affordable and non-discriminatory health insurance.

Q4. How has the campaign been received by the public so far? Have there been any notable reactions or feedback?

Our most recent OOH advertising campaign was authentic, clutter-breaking, and took into account the sensibilities of not just same-sex couples, but the entire society. We received a phenomenal response to the campaign sparking a debate and bringing us tremendous support not just from within the community but also from other sections of the society. The campaign has helped India introspect and raise awareness on LGBTQIA+ community and their challenges – outside of PRIDE month. We witnessed tremendous support and kudos for Future Generali for its commitment to LGBTQIA+ inclusivity. We saw a lot of comments stating that the campaign is a step in the right direction for the insurance industry. Individuals took pictures of the billboards and hoardings and appreciated the initiative on social media. We have received more than 1200 comments, out of which 83% are positive. In addition, it has positively impacted the brand funnel, as we saw an improvement in all our brand metrics – awareness, consideration and preference.

We believe that it is important for all sections of the community to have access to quality insurance, regardless of their sexual orientation or gender identity. We are hopeful that the campaign opens up opportunities for various industries like ours to present innovative, tailor-made offerings that address the needs of the LGBTQIA+ community and Live-in partners. We will continue to take steps towards building a more inclusive environment and drive initiatives towards inclusivity in the insurance industry.

Q5. Any plans to introduce similar initiatives or campaigns addressing marginalised communities in the future?

We take pride in being ‘Lifetime partners’ for our customers, leading the way with simplicity, innovation, and a personal touch. We are dedicated to creating a brand that is fuelled by culture, supported by solutions that address genuine needs, and inspired by a vision to serve all customers, regardless of age, gender, or preferences. To achieve this, we constantly innovate by closely monitoring the pulse of our customers and their evolving lifestyles and financial protection requirements. By focusing on newer and emerging micro segments, we strive to tackle their specific concerns through products and messaging that deeply resonate with them.

Future Generali is committed to promoting inclusive growth and are planning more initiatives and campaigns aimed at addressing the challenges faced by marginalised communities. The company has consistently made the choice to engage in positive dialogues and establish connections with consumers at an emotional level. Whether it’s addressing sensitive topics like mental health when they were seldom discussed, introducing a rap song urging individuals to prioritize their well-being, creating a distinct category for pet owners, or boldly featuring the LGBTQIA+ community in our health insurance campaigns, our focus has always been on constructing a purpose-driven brand. We are embarked on a journey to build a brand that draws inspiration from cultural dynamics, supported by offerings that address genuine needs, and driven by a vision to serve all our customers irrespective of age, gender, or preferences.

Mumbai: Zebronics, a technology brand committed to enhancing the audio and visual experiences of consumers, is thrilled to announce the upcoming launch of an exciting ad film titled ‘Ab home ko banao Home Theatre’ featuring Indian actor Hrithik Roshan. The advertisement aims to promote Zebronics’ cutting-edge Soundbars and Projectors, with a mission to transform every home into a spectacular home theatre.

The ad film starring Roshan, showcases Zebronics’ commitment to revolutionising the home entertainment industry and is quirkily engulfed with the characters experiencing exceptional Audio-Visual performance through their range of Soundbars & Projectors that give a truly cinematic experience. The ad film portrays the crispness of the sound & picture quality produced by Soundbars & Projectors by Zebronics in a narrative that bypasses the realm of reality which arises due to the imagination of all the characters in the film. 

In the past, home theatres were considered a luxury reserved for the elite few. However, Zebronics is bridging the gap by making high-quality home theatre experiences accessible to all. With this latest campaign, Zebronics invites every individual to indulge in the immersive world of cinema in the comfort of their own homes.

“We are extremely excited to collaborate with Hrithik Roshan for this ad film. Hrithik embodies the passion and excellence that Zebronics stands for. With our state-of-the-art Soundbars and Projectors, we aim to provide our customers with a home theatre experience that surpasses their expectations without denting the quality paradigm. In the past ‘Home Theatres’ were considered as a product that synonymises with ‘Luxury’ and ‘Premium’. However, Zebronics is bridging that gap by delivering high-quality home theatre setup that is accessible to one, suiting different needs & budgets and all thus justifying our goal to provide ‘Premium For Masses’. By combining affordability with advanced technologies, including Dolby, Zebronics ensures that every individual can now afford a remarkable home theatre and hence the ad film is aptly titled ‘Ab home ko banao Home Theatre’. We will be launching more products in this spectrum with the latest upgrades available in the market. The ad film beautifully captures this message, inspiring viewers to embrace the joy of cinema within the walls of their homes which keeps us ‘Always Ahead’” said Zebronics co-founder & director Rajesh Doshi.

Zebronics’ ad film featuring Roshan, is set to captivate audiences nationwide via the digital media across multiple platforms. Prepare to witness the future of home entertainment as Zebronics invites you to embark on an extraordinary journey of sight and sound.

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Hrithik Roshan on Instagram: “@Zebronics is here to elevate the way everyone experiences

home entertainment with their wide range of premium Soundbars and Projectors…”